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Apple Inc Environmental Analysis

1071 Words5 Pages

I. Introduction
The purpose of this research is to find out the main environmental forces which affect decisions regarding to Apple Inc. and also to find out who is the target customer for this product, how this brand is being positioned at this target segment. And explain how the elements of the marketing mix are used to position this product.
II. Background
We chose Apple Computer Inc. brand because it is a multinational corporation that produces computer software and consumer’s electronics. Apple was found by Steven Jobs in California. Their first product was the Apple I with one board computer which was sold for about $650. Then they brought out the Apple II with a keyboard, colour monitor. Now company is well known products are “iPod, …show more content…

The micro-environment of the company includes: “suppliers, intermediaries, competitors, customers, and publics.” The micro-environmental forces of the company contain “potential entrants”. Apple has to make sure to have a high barrier to enter the market and keep low cost of unit production to avoid new entrants to the market, so they can’t get a greater profit. Another force is competitors and “the competitive rivalry”. The biggest competitor of Apple Inc. is Samsung Company. They have very similar products. It gives a high influence on Apple because substitutes can make customers switch to another company like …show more content…

Ipads, iPods and iPhones have touch screen. Therefore they are very easy and simple to use.
V. Product positioning strategy
This establishes a unique position for the product in the consumer’s mind.
Apple has put itself to be a lifestyle product for prosperous people with good jobs. Everyone wants an Apple product but they are not so cheap, not everyone can afford to buy it. This first class positioning helps Apple in the future. When inflation dramatically rises up, more people tend to buy Apple products in future a lot more. Loyal customers tend to go for apple products no matter the price to show their income status. Having an Apple product has become more important than price.
VI. Brand
Brand is “a name, term, design, symbol or any other feature that identifies one seller’s good or services as distinct from those of other sellers.”
Apple is a popular brand as they produce products that satisfy the customer’s needs. It makes customers feel self-confident about Apple brand because it adds value of high quality and desirable from its

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